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亚洲特别是中国正成为世界奢侈品的主要市场,但是受文化的影响,东西方消费者的奢侈品消费动机是不同的。本文回顾了东西方奢侈品消费动机的研究,及其文化背景原因,特别关注了儒家文化对于东亚消费者的影响;对中国消费者的奢侈品消费动机进行了实证分析,对于奢侈品市场细分策略提出了建议。
Abstract：China is a booming luxury goods market,in which few research has delved.This article analyses the luxury consumption motives of Chinese consumers in terms of Confucian cultural background.Due to cultural background,Chinese consumers hold luxury consumption motives different from western consumers.This article reviews the luxury consumption motives of western and Chinese consumers,analyzes the cultural backgrounds which influence consumption motives,especially Confucian cultural values.Through empirical research,we find and confirm main luxury consumption motives of Chinese consumers.The marketing implications are briefly introduced.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2006.07.008
中图分类号:F224
引用信息:
[1]朱晓辉.中国消费者奢侈品消费动机的实证研究[J].商业经济与管理,2006(07):42-48.DOI:10.14134/j.cnki.cn33-1336/f.2006.07.008.
2006-07-15
2006-07-15